"Paid Attention" focus on the assumptions behind the "broadcast and disrupt" model of advertising. It asks any business that advertises to consider the way their advertising will reach characters in light of psychology. Even though the technology has changed (advertisers have more data at their disposal to play with), their consumers haven't changed. These consumers want to be entertained, informed, and connected. Blindly chasing "viral" views or clicks is not a great indicator of consumer demand or interest, as many companies are starting to find out. Instead, a deeper look at the message, promise, and assumptions behind your advertising is a step closer in the right direction.